Tooth Whitening Strip Article Products With Whitening Power Index

ABSTRACT

Tooth-whitening strip articles, packages, arrays and methods including one or more tooth-whitening strip articles having a power configuration corresponding to a consumer desirable level of treatment, the tooth-whitening strip articles being enclosed in a package; a brand indicator disposed on the package; a line-up indicator disposed on the package, the line-up indicator including at least one line-up indicia selected from visual indicia, narrative indicia or combinations thereof; and optionally, a power specific indicator disposed on the package; wherein the line-up indicator associates the tooth-whitening strip article configuration with a corresponding whitening power, the association enabling a consumer to identify the appropriate tooth-whitening strip article configuration for a user.

CROSS REFERENCE TO RELATED APPLICATION

This application claims the benefit of U.S. Provisional Application No.61/531,501, filed Sep. 6, 2011, which is incorporated herein byreference.

FIELD OF THE INVENTION

The present invention relates to tooth-whitening strip articles andimproved communication to consumers on the packaging therefore.

BACKGROUND OF THE INVENTION

Consumer oral care whitening products such as tooth-whitening strips aredesigned to improve the overall appearance of teeth. The tooth-whiteningstrips typically include a backing layer (such as a polymeric material)in combination with a whitening composition (such as those containingperoxide). Such products are designed to be applied to the tooth surfacefor a period of time to reduce surface stains on the tooth enamel andthereby reduce the appearance of such stains. Multiple products are onthe market and are variable in their efficacy due to such factors as thelevel of peroxide in the composition, the size of the strip, therecommended wearing time, the recommended frequency of wear, the numberof strips provided in a given package, and the like.

Because of the varying factors from one product to the next, consumershave a difficult time selecting a particular packaged product to meettheir individual tooth-whitening needs. For instance, a consumer thatdesires a low level of whitening, such as a consumer that has hadprofessional whitening in the past or a more comprehensive at-hometreatment, may be looking for a tooth-whitening strip packaged productthat will provide simply a “touch-up”. Such a desire for a “touch-up”may result from frequent drinking of beverages such as coffee, that haveslightly stained the tooth surface. On the other hand, for instance, aconsumer that is using a whitening product for the very first time, maywant to have a more intensive whitening treatment.

Further complicated the consumer selection of the appropriatetooth-whitening strip product is that a particular level of whiteningefficacy could be reached in a variety of ways such as by varying suchfactors as the level of peroxide in the composition, the size of thestrip, the recommended wearing time, the recommended frequency of wear,the number of strips provided in a given package, and the like. Forinstance, a product that contains a higher level of peroxide that issold with instructions to use for a shorter period of time might providethe same level of eventual whitening efficacy as a product with a lowerlevel of peroxide that is sold with instructions to use more frequentlyand/or for longer periods of time per wear. At the same time, a personwith, for instance, sensitive gum tissues may prefer to select a longerperiod of time with a lower level of peroxide to reach their desirablebenefit.

Although providing a variety of tooth-whitening strip designs toconsumers may meet a consumer need, a consumer given an overwhelmingrange of options may select the wrong product (i.e., a product otherthan that intended) or a product which may not be optimum (i.e., wrongnumber of strips, wrong whitening efficacy, too long of wear time).Either could lead to a less than ideal user experience.

Thus, there remains a need for tooth-whitening strip articles and arraysof tooth-whitening strip articles, that make it easier for a consumer toselect a design from a variety of configurations that matches aparticular user's needs.

SUMMARY OF THE INVENTION

It has now been surprisingly found that by calculating a whitening powerlevel and indexing the whitening power level against other possiblewhitening power levels, that such information can be provided toconsumers along with other information on the package of atooth-whitening strip product to better communicate the appropriateproduct configuration to meet the needs and/or desires of the consumeruser.

The foregoing articles, packages, arrays, systems and methods can beemployed relative to tooth tooth-whitening strips having a range ofwhitening efficacies and a variety of designs or configurations.

BRIEF DESCRIPTION OF THE DRAWINGS

While the specification concludes with claims which particularly pointout and distinctly claim the invention, it is believed the variousembodiments will be better understood from the following descriptiontaken in conjunction with the accompanying drawings, in which:

FIG. 1 illustrates an exemplary front panel of a package oftooth-whitening strip articles in accordance with one embodiment;

FIG. 2 illustrates an exemplary front panel of a package oftooth-whitening strip articles in accordance with one embodiment;

FIG. 3 illustrates an exemplary front panel of a package oftooth-whitening strip articles in accordance with one embodiment;

FIG. 4 illustrates an exemplary front panel of a package oftooth-whitening strip articles in accordance with one embodiment;

FIG. 5 illustrates an exemplary front panel of a package oftooth-whitening strip articles in accordance with one embodiment; and

FIG. 6 illustrates an exemplary array of packages of tooth-whiteningstrip articles in accordance with one embodiment.

The patent or application file contains at least one drawing executed incolor. Copies of this patent or patent application publication withcolor drawing(s) will be provided by the Office upon request and paymentof the necessary fee.

DETAILED DESCRIPTION OF THE INVENTION

As used herein, “visual indicia” is an identifying marking which mayinclude any illustration, painting, photograph, drawing, picture, logo,hologram or graphic that visually communicates or signalscharacteristics of a product in use. In one embodiment, the visualindicia includes a sequence of graphical and/or pictorialrepresentations corresponding to a whitening power index.

As used herein, “narrative indicia” is an identifying marking which mayinclude letters, numbers or a combination thereof that communicates orsignals characteristics of a product in use. In one embodiment, thenarrative indicia comprises first indicia and second indicia, the firstindicia corresponding to a first whitening power and the second indiciacorresponding to a second whitening power, the first and second indiciabeing visibly different. In one embodiment, the first whitening powercomprises a gentle whitening power. In another embodiment, the secondwhitening power comprises a professional power.

Discussed in more detail below are articles comprising one or moretooth-whitening strip articles having a power configurationcorresponding to a consumer desirable level of treatment, thetooth-whitening strip articles being enclosed in a package; a brandindicator disposed on the package; a line-up indicator disposed on thepackage, the line-up indicator including at least one line-up indiciaselected from visual indicia, narrative indicia or combinations thereof;and optionally, a power specific indicator disposed on the package;wherein the line-up indicator associates the tooth-whitening striparticle configuration with a corresponding whitening power, theassociation enabling a consumer to identify the appropriatetooth-whitening strip article configuration for a user.

Further discussed in more detail below are packages including a frontpanel having a top and bottom portion; one or more tooth-whitening striparticles having a power configuration corresponding to a consumerdesirable level of treatment, the tooth-whitening strip articles beingenclosed in a package; a power communication system disposed on the topportion for associating the tooth-whitening strip article configurationwith a corresponding whitening power, the association enabling aconsumer to identify the appropriate tooth-whitening strip articleconfiguration for a user; and an informational corridor disposed on thebottom portion, wherein the informational corridor includes at least twoindicators selected from a number of treatments indicator, a number ofstrips indicator, a treatment time indicator, a product benefitindicator, and combinations thereof.

Referring to FIG. 1, package 10 includes a front panel 12 having a topand bottom portion and has one or more tooth-whitening strip articles(not shown) enclosed therein, a power communication system 16, and aline-up indicator 30. The line-up indicator 30 includes at least oneline-up indicia selected from visual indicia, narrative indicia, orcombinations thereof. The line-up indicator associates thetooth-whitening strip article configuration with a correspondingwhitening power, the association enabling a consumer to identify theappropriate tooth-whitening strip article configuration for a user.

In one embodiment, the line-up indicator comprises narrative indicia 32and visual indicia 34 each of these indicators disposed on the frontpanel 12. In one embodiment, the power communication system 16 includesa brand indicator 20, a line-up indicator 30 and a power specificindicator 50, each of these indicators disposed on the front panel 12.In another embodiment, the power communication system 16 is disposed onthe bottom portion of the front panel 12. As described in more detailbelow, the power communication system 16 communicates both brandbenefits and the line-up of tooth-whitening article configurations moreclearly to consumers. Referring to FIG. 2, the package 10 includes anend panel 14.

The tooth-whitening strip articles can be packaged in a variety ofcontainers such as bags, boxes or cartons. In one embodiment, as shownin FIG. 1, the tooth-whitening strip articles are packaged in a box. Inanother embodiment, the package 10 may be a plastic “shrink-wrap”container.

The package and array of tooth-whitening strip articles described hereinmay be applicable to a number of tooth-whitening strip products. Theembodiments illustrated in FIGS. 1 2, 3, 4, and 5 include an assortmentof tooth-whitening strip products made available in a variety productconfigurations where each configuration includes distinguishablecharacteristics comprising structural differences addressing a user'sdesired level of whitening. The levels of whitening may range from minortouch-ups to advanced or professional whitening strengths.

For example, the number of strips or number of treatments in a packagemay be selected from 1 to about 50, alternatively from about 1 to about30, alternatively from about 1 to about 25, alternatively from about 1to about 10.

Overlapping efficacy and eventual results expected from atooth-whitening strip product make it difficult for a consumer to choosethe right product configuration matching a particular consumer need. Forthis reason, an article is provided that facilitates consumers'selection of the appropriate product configuration from a variety ofconfigurations.

Still referring to FIGS. 1 and 2, the brand indicator 20 includes a termcorresponding to a brand of tooth-whitening strip article products. Asused herein, the term “brand” refers to any term, symbol, design orcombination thereof that identifies and differentiates a seller'sproduct or service. The term “brand” also encompasses the set ofexpectations associated with a product or service which typically arisein the minds of consumers. In one embodiment, the brand indicatorcomprises a term corresponding to a brand of tooth-whitening striparticle products. In one example, brand indicator 20 includes the termCREST. In another example, brand indicator 20 may include the term ORALB. In another example, brand indicator 20 may include the term 3D WHITE.In another example, brand indicator 20 may include the term WHITESTRIPS.In another example, brand indicator 20 may include the term VIVID WHITE.Each of these brand indicators are trademarks of tooth-whitening striparticle products manufactured by The Procter and Gamble Company,Cincinnati, Ohio, USA. In one embodiment, the brand indicator 20 mayinclude a brand associated with a retailer such as WALGREENS, CVS,WALMART, RITE-AID, TARGET, or combinations thereof.

The line-up indicator 30 assists consumers in identifying theappropriate tooth-whitening strip article configuration for a particularuser by associating each tooth-whitening strip article configurationwith a corresponding whitening power. As shown in FIGS. 1-5, the line-upindicator 30 includes narrative indicia 32 and visual indicia 34 inorder to convey the various whitening power levels to the consumer. Inone embodiment, the narrative indicia 32 is located in a proximalrelationship with the visual indicia 34. In one example, the narrativeindicia 32 and the visual indicia 34 are arranged horizontally. Inanother example, the narrative indicia 32 and the visual indicia 34might be arranged vertically.

As further shown in FIG. 3, the visual indicia 34 may include a sequenceof numbers or symbols corresponding to a user's desired level ofwhitening. In one embodiment, the visual indicia 34 includes fivenarrative indicia selected from Arabic numerals, each visibly differentand each corresponding to a different level of whitening. For example, afirst indicia 36 corresponding to the first level of whitening might bethe number “1”. A second indicia 38 corresponding to the second level ofwhitening might be the number “2”. A third indicia 40 corresponding tothe third level of whitening might be the number “3”. A fourth indicia42 corresponding to the fourth level of whitening might be the number“4”. A fifth indicia 44 corresponding to the fifth level of whiteningmight be the number “5”. As shown in FIG. 3, any of the indicia can behighlighted by increasing the size of one or more indicia relative tothe rest and/or changing the color of the background behind one indiciarelative to the rest and/or including a graphical design behind oneindicia. By matching the level of whitening in the product, the level ofwhitening desired by the user and the level of whitening exhibited bythe visual indicia 34, the consumer can choose the right productconfiguration for their particular use. While round or circularbackgrounds to visual indicia 34 are shown in FIGS. 1-4, visual indiciaof other shapes may also be used, if desired.

In another embodiment, the line-up indicator 30 may be provided on adisplay panel disposed above the store shelves on which thetooth-whitening strip article configurations are displayed for sale. Inanother embodiment, the line-up indicator 30 may be disseminated inelectronic or print media. Electronic media includes internet,television, terrestrial and satellite radio or any media broadcastthrough electronic means. Printed media includes all forms of visual orsensory media not transmitted via electronic means, for example,magazines, billboards, store displays, flyers, inserts and newspapers.In another embodiment, the line-up indicator 30 may be disseminated inkiosks and 3-D displays. Kiosks and 3-D displays can be interactive andcan incorporate media to provide multiple avenues for disseminatingvisual and narrative indicia to the consumer simultaneously.

In the embodiment shown in FIGS. 1-5, the sequence of icons or indiciaare located adjacent to one another in a horizontal arrangement. Thatis, the first indicia 36 is located adjacent to the second indicia 38,which is located adjacent to the third indicia 40, which is locatedadjacent to the fourth indicia 42, etc. In another embodiment, thesequence of icons or indicia may be disposed in a vertical arrangementor diagonal. In another embodiment, the sequence of icons may bedisposed in an arched arrangement whereby the arch has a top portion atthe apex of the curve and one indicia is highlighted at the top portionof the arch.

Still referring to FIG. 3, the line-up indicator 30 may also include atransitional indicator 60 disposed between the first indicia 36 and thesecond indicia 38. The transitional indicator 60 signals to the consumera transition or progression from one level of whitening to the nextlevel of whitening, for example, from the first level of whitening tothe second level of whitening. Additional transitional indicators 60 maybe disposed between the second indicia 38 and the third indicia 40 andbetween the third indicia 40 and the fourth indicia 42 and so on. Whiletransitional indicator 60 is shown in FIG. 3 as dot, indicators of othersymbols or shapes may also be used, if desired. The transitionalindicator 60 further emphasizes the progressive nature of the varioustooth-whitening strip article configurations.

The line-up indicator may also include a common color scheme that isassociated with a particular level of whitening. The term “color,” asused herein, relates to the phenomenon of visual perception that enablesone to differentiate otherwise identical objects. In one embodiment, abackground color scheme is chosen for the visual indicia 34 that matchesa color scheme of various tooth-whitening strip article configurations.In one example, the visual indicia has a background color selected frompink, violet dark red, cyan, burgundy, silver, or combinations thereof.The use of a visual indicia color scheme that matches a color scheme ofvarious tooth-whitening strip article configurations is used tofacilitate consumers' identification and selection of the appropriatetooth-whitening strip article configuration for a particular user.

Similar to the line-up indicator 30, the power specific indicator 50assists consumers in identifying the appropriate tooth-whitening striparticle configuration for a particular user by associating eachtooth-whitening strip article configuration with a corresponding levelof whitening. As shown in FIGS. 1 and 2, the power specific indicator 50includes a product name associating a product configuration with theparticular level of whitening for which the product is designed. In oneembodiment, the articles include a power specific indicator. In oneembodiment, the power specific indicator comprises a product nameassociating the tooth-whitening strip article configuration with thecorresponding whitening power.

For example, the first tooth-whitening strip article configuration couldbe named “GENTLE ROUTINE”, while the second, third, fourth and fifthproduct configurations could be named “VIVID,” “ADVANCED VIVID,”“PROFESSIONAL EFFECTS,” and “INTENSIVE PROFESSIONAL EFFECTS”respectively. Each of the product names listed are trademarks oftooth-whitening strip article products manufactured by The Procter andGamble Company.

In yet another embodiment, a different power specific indicator 50 maybe located below its corresponding indicia. For example, located belowthe first indicia 36 could be the name “GENTLE ROUTINE”, while under thesecond, third, fourth and fifth indicia 38, 40, 42, and 44 could benamed “VIVID,” “ADVANCED VIVID,” “PROFESSIONAL EFFECTS,” and “INTENSIVEPROFESSIONAL EFFECTS” respectively.

In one embodiment, the line-up indicator further comprises a powerspecific indicator located in a substantially normal direction to thevisual indicia to signal the particular tooth-whitening strip articleconfiguration enclosed in the package. In one embodiment, the powerspecific indicator is selected from “gentle routine”, “vivid”, “advancedvivid”, “advanced”, “professional”, “professional effects”, “intensivetreatment”, “sensitive”, “gentle”, mild“, advanced power”, “touch-up”,“express”, and combinations thereof.

The package 10 may also include an informational corridor 80 disposed onthe package 10. The informational corridor 80 further assists consumersin choosing the right product configuration matching a particular user'slevel of whitening.

In the embodiment shown in FIG. 4, the at least one product benefitindicator 86 includes information-bearing indicia to convey the benefitassociated with a particular tooth-whitening strip articleconfiguration. The information-bearing indicia may include visual ornarrative features or combinations thereof.

In one embodiment, the whitening power is selected from express power,advanced power, and combinations thereof.

In one embodiment, the first indicia depicts a first Arabic numeralcorresponding to the first whitening power and the second indiciadepicts a second Arabic numeral corresponding to the second whiteningpower. In another embodiment, the article includes a third indicia andthe third indicia corresponds to a third whitening power, the thirdindicia being visibly different from the first and second indicia. Inanother embodiment, third indicia depicts a third Arabic numeralcorresponding to the third whitening power. In another embodiment, thethird whitening power comprises an advanced power. In anotherembodiment, the article further includes a fourth indicia, the fourthindicia corresponding to a fourth whitening power, the fourth indiciabeing visibly different from the first, second and third indicia. Inanother embodiment, the fourth indicia depicts a fourth Arabic numeralcorresponding to the fourth whitening power. In another embodiment, thefourth whitening power comprises an express power.

In one embodiment, the narrative indicia comprise a sequence of Arabicnumerals wherein one numeral is visually highlighted. In one embodiment,the one numeral is visually highlighted by having a larger font sizethan the other numerals in the sequence; by having a background colorthat is visibly distinct from the other numbers; by being visuallyhighlighted by a graphic, or combinations thereof.

In one embodiment, the narrative indicia comprises a sequence of lettersand/or numbers corresponding to a relative scale of whitening powers. Inone embodiment, the narrative indicia is selected from the groupconsisting of “whitening power”, “power level”, “whitening strength”,“whiteness level”, “bleaching power”, “peroxide level”, “peroxidestrength”, “power”, and combinations thereof.

In one embodiment, the line-up indicator comprises both at least onevisual indicia and at least one narrative indicia and the visual indiciais located in a proximal relationship with the narrative indicia. In oneembodiment, the first indicia is located adjacent to the second indicia.

In one embodiment, the article includes a transitional indicatordisposed between the first and second indicia to signal a transitionfrom the first whitening power to the second whitening power. Examplesof transitional indicators useful herein include dots, arrows, stars,bullets, slashes, and combinations thereof. In one embodiment, thetransitional indicator is a dot.

In one embodiment, the article includes an informational corridordisposed on the package, wherein the informational corridor includes atleast one indicator selected from a number of treatments indicator, anumber of strips indicator, a treatment time indicator, a productbenefit indicator, and combinations thereof.

In one embodiment, the product benefit indicator comprisesinformation-bearing indicia selected from the group consisting ofstretchable, advanced seal, overnight, express whitening, advancedwhitening, gentle formulation, professional effects, and superior seal.

An array 100 of tooth-whitening strip article products according to thepresent invention is shown in FIG. 6. In one embodiment, the arrayincluding a tooth-whitening strip article of a first configurationcorresponding to a user's first whitening power, the tooth-whiteningstrip article of the first configuration being enclosed in a firstpackage; a tooth-whitening strip article of a second configurationcorresponding to a user's second whitening power, the tooth-whiteningstrip article of the second configuration being enclosed in a secondpackage; and a power communication system disposed on each of the firstand second packages; the power communication system comprising a brandindicator; a line-up indicator wherein the line-up indicator comprisesvisual indicia and narrative indicia; and a power specific indicator;wherein the line-up indicator and power specific indicator associate thefirst and the second tooth-whitening strip article configurations withrespective first and second whitening powers, the association enabling aconsumer to identify the appropriate tooth-whitening strip articleconfiguration for a user.

In one embodiment, the present invention relates to an array oftooth-whitening strip article products wherein the array furthercomprises: a tooth-whitening strip article of a third configurationcorresponding to a user's third whitening power, the tooth-whiteningstrip article of the third configuration being enclosed in a thirdpackage; wherein the power communication system is disposed on each ofthe first, second and third packages; wherein the line-up indicator andpower specific indicator associate the first, the second and the thirdtooth-whitening strip article configurations with respective first,second and third whitening powers, the association enabling a consumerto identify the appropriate tooth-whitening strip article configurationfor a user.

In one embodiment, the present invention relates to an array oftooth-whitening strip article products wherein the array furthercomprises: a tooth-whitening strip article of a fourth configurationcorresponding to a user's fourth whitening power, the tooth-whiteningstrip article of the fourth configuration being enclosed in a fourthpackage; wherein the power communication system is disposed on each ofthe first, second, third and fourth packages; wherein the line-upindicator and power specific indicator associate the first, the second,the third and the fourth tooth-whitening strip article configurationswith respective first, second, third and fourth whitening powers, theassociation enabling a consumer to identify the appropriatetooth-whitening strip article configuration for a user.

In one embodiment, the present invention relates to an array oftooth-whitening strip article products wherein the array furthercomprises: at least one additional tooth-whitening strip article of anadditional configuration corresponding to a user's additional whiteningpower, the tooth-whitening strip article of the additional configurationbeing enclosed in an additional package; wherein the power communicationsystem is disposed on each of the packages; wherein the line-upindicator and power specific indicator associate the tooth-whiteningstrip article configurations with respective whitening powers, theassociation enabling a consumer to identify the appropriatetooth-whitening strip article configuration for a user.

In one embodiment, the present invention relates to a method ofcalculating a relative whitening power index for packaged oral carewhitening strips, said method comprising the steps of:

-   -   selecting a tooth-whitening strip comprising a composition        comprising peroxide;    -   evaluating a percentage level of peroxide in the composition;    -   evaluating a number of the strips that will be packaged together        to create a tooth-whitening strip kit;    -   selecting a consumer strip wearing time period;    -   multiplying the percentage level of peroxide by the number of        the strips and then    -   multiplying the result by the wearing time period to form a        resulting whitening power level;    -   assigning a power level index as follows;        -   a. a first power level numerical range is assigned a first            whitening power index;        -   b. optionally, subsequent power level numerical ranges are            assigned additional whitening power indices, wherein the            additional whitening power indices have an incremental power            level higher than the first whitening power index;

In one embodiment, the present invention relates to such a methodwherein at least one subsequent power level numerical range is assignedan additional whitening power index.

In one embodiment, the present invention relates to such a method ofcalculating a relative whitening power level for packaged oral carewhitening strips, said method comprising the steps of:

-   -   selecting at least one tooth-whitening strip kit comprising:        -   i) an outer package;        -   ii) at least one tooth- whitening strip contained within the            package;        -   iii) wherein the tooth-whitening strip comprises a            composition comprising peroxide;    -   evaluating a percentage level of peroxide in the composition;    -   evaluating a number of the strips that will be contained within        the tooth-whitening strip kit;    -   selecting a consumer strip wearing time period;    -   multiplying the percentage level of peroxide by the number of        the strips and then multiplying the result by the wearing time        period to form a resulting whitening power level;    -   assigning a power level index as follows;        -   i) a whitening power level range of from about 1 to about 15            is assigned a first whitening power index;    -   repeating the steps with one or more additional tooth-whitening        strip kits;    -   displaying the power level index associated with the        tooth-whitening strip kit on the outer package.

In one embodiment, the present invention relates to a method ofassessing a whitening power index for packaged oral care whiteningstrips, said method comprising the steps of:

-   -   selecting at least one tooth-whitening strip kit comprising:        -   i) an outer package;        -   ii) at least one tooth-whitening strip contained within the            package;        -   iii) wherein the tooth-whitening strip comprises a            composition comprising peroxide;    -   evaluating a percentage level of peroxide in the composition;    -   evaluating a number of the strips that will be contained within        the tooth-whitening strip kit;    -   selecting a consumer strip wearing time period;    -   multiplying the percentage level of peroxide by the number of        the strips and then multiplying the result by the wearing time        period to form a resulting whitening power level;    -   assigning a power level index as follows;        -   i) a whitening power level range of from about 1 to about 15            is assigned a first whitening power index;        -   ii) a whitening power level range of from about 16 to about            30 is assigned a second whitening power index;        -   iii) a whitening power level range of from about 31 to about            45 is assigned a third whitening power index;    -   displaying the power level index associated with the        tooth-whitening strip kit on the outer package.

In one embodiment, the present invention relates to a method ofassessing a whitening power index for packaged oral care whiteningstrips, said method comprising the steps of:

-   -   a) selecting a tooth-whitening strip comprising a composition        comprising peroxide;    -   b) evaluating a percentage level of peroxide in the composition;    -   c) evaluating a number of the strips that will be packaged        together to create a tooth-whitening strip kit;    -   d) selecting a strip wearing time period;    -   e) multiplying the percentage level of peroxide by the number of        the strips and then multiplying the result by the wearing time        period to form a resulting whitening power level; and    -   f) assigning a power level index as follows;        -   i) the whitening power level of from about 1 to about 15 is            assigned a whitening power index of 1;        -   ii) the whitening power level of from about 16 to about 30            is assigned a whitening power index of 2;        -   iii) the whitening power level of from about 31 to about 45            is assigned a whitening power index of 3;        -   iv) the whitening power level of from about 46 to about 60            is assigned a whitening power index of 4; and        -   v) the whitening power level of greater than about 61 is            assigned a whitening power index of 5.

In one embodiment, the present invention relates to a tooth-whiteningstrip kit including: a package; one or more tooth-whitening striparticles enclosed in the package comprising a composition; a brandindicator disposed on the package; d) a whitening power index disposedon the package; wherein the whitening power index is calculated asfollows:

-   evaluating a percentage level of peroxide in the composition;    -   evaluating a number of the strips that will be contained within        the kit;    -   selecting a consumer strip wearing time period;    -   multiplying the percentage level of peroxide by the number of        the strips and then multiplying the result by the wearing time        period to form a resulting whitening power level;-   assigning a whitening power index as follows;    -   a whitening power level range of from about 1 to about 15 is        assigned a first whitening power index;    -   a whitening power level range of from about 16 to about 30 is        assigned a second whitening power index;    -   a whitening power level range of from about 31 to about 45 is        assigned a third whitening power index.    -   a whitening power level range of from 46 to 60 is assigned a        fourth whitening power index; and    -   a whitening power level range of greater than 60 is assigned a        fifth whitening power index.

EXAMPLE I Array of Packaged Tooth-Whitening Strip Articles

In an example according to the present invention, an array of packagedtooth-whitening strips is selected to provide consumers with a range ofproducts having a range of whitening power indices. Each packagedproduct contains a number of whitening strips, instructions to consumersfor the recommended time period to treat the teeth with each strip (inminutes) and a peroxide level in the whitening composition used inconjunction with the whitening strip.

Each package includes the brand indicator “CREST” (trademark of theProcter & Gamble Company, Cincinnati, Ohio, USA) in combination with theline-up indicator disposed therein on the front label.

Whitening Power Index 1 2 3 4 5 6 Whitening 15 or less 15-30 31-45 46-6061-75 >76 Power Level Interval

# of Recommended Treatment Treatment Resulting Packaged Line-Up %Peroxide in Pouches in Time (per Whitening Power Product IndicatorComposition Package treatment) Power Index 1A A  5% 25 5 7.5 1 1B A 10%25 5 12.5 1 1C B 10% 10 30 30 2 1D C    9.5 15 30 42.75 3 1E C 10 4 12048 3 1F D 10 20 30 60 4 1G D 10 10 60 60 4 1H E 10 7 90 63 5 1I F 10 8120 96 6

EXAMPLE II Array of Packaged Tooth-Whitening Strip Articles

In an example according to the present invention, an array of packagedtooth-whitening strip articles is selected to provide consumers with arange of products having a range of whitening power indices. Eachpackaged product contains a number of whitening strips, instructions toconsumers for the recommended time period to treat the teeth with eachstrip (in minutes) and a peroxide level in the whitening compositionused in conjunction with the whitening strip. Consumer communication onthe package provides the line-up indicator and stage specific indicatorto provide consumers with the ability to select the right product fortheir needs.

Each package includes the brand indicator “CREST 3D WHITE” (trademark ofthe Procter & Gamble Company, Cincinnati, Ohio, USA) in combination withthe line-up indicator disposed therein on the front label.

Whitening Power Index 1 2 3 4 5 6 Whitening 15 or less 15-30 31-45 46-6061-75 >76 Power Level Intervals

# of Treatment Recommended Power % Peroxide Pouches Treatment ResultingPackaged Line-Up Specific in in Time (per Whitening Power ProductIndicator Indicator Composition Package treatment) Power Index 2A 1Gentle  5% 25 5 7.5 1 2B 2 Daily 10% 10 30 30 2 2C 3 2 Hour 10 4 120 483 2D 4 Daily Plus 10 20 30 60 4 2E 5 Advanced 10 7 90 63 5

EXAMPLE III Array of Packaged Tooth-Whitening Strip Products

In an example according to the present invention, an array of packagedtooth-whitening strips is selected to provide consumers with a range ofproducts having a range of whitening power indices. Each packagedproduct contains a number of whitening strips, instructions to consumersfor the recommended time period to treat the teeth with each strip (inminutes) and a peroxide level in the whitening composition used inconjunction with the whitening strip. Consumer communication on thepackage provides the line-up indicator and power specific indicator toprovide consumers with the ability to select the right product for theirneeds.

Each package includes the brand indicator “CREST” (trademark of theProcter & Gamble Company, Cincinnati, Ohio, USA) in combination with theline-up indicator disposed therein on the front label.

Whitening Power Index 1 2 3 Whitening Power Interval 15 or less 15-30>30

# of Treatment Recommended Power % Peroxide Pouches Treatment ResultingPackaged Line-Up Specific in in Time (per Whitening Power ProductIndicator Indicator Composition Package treatment) Power Index 3A IGentle  5% 25 5 7.5 1 3B II Daily 10% 10 30 30 2 3C III Advanced 10 4120 48 3

EXAMPLE IV Array of Packaged Tooth-Whitening Strip Articles

In an example according to the present invention, an array of packagedtooth-whitening strips is selected to provide consumers with a range ofproducts having a range of whitening power indices. Each packagedproduct contains a number of whitening strips, instructions to consumersfor the recommended time period to treat the teeth with each strip (inminutes) and a peroxide level in the whitening composition used inconjunction with the whitening strip.

Each package includes the brand indicators “CREST” and “WHITESTRIPS”(both trademarks of the Procter & Gamble Company, Cincinnati, Ohio, USA)in combination with the line-up indicator disposed therein on the frontlabel.

Whitening Power Scale 1 2 3 4 5 6 Whitening 15 or less 15-30 31-45 46-6061-75 >76 Power Level Interval

# of Recommended Treatment Treatment Resulting Packaged Line-Up %Peroxide in Pouches in Time (per Whitening Power Product IndicatorComposition Package treatment) Power Index 4A 1  5% 25 5 7.5 1 4B 1 10%25 5 12.5 1 4C 2 10% 10 30 30 2 4D 3    9.5 15 30 42.75 3 4E 3 10 4 12048 3 4F 4 10 20 30 60 4 4G 4 10 10 60 60 4 4H 5 10 7 90 63 5 4I 6 10 8120 96 6

The dimensions and values disclosed herein are not to be understood asbeing strictly limited to the exact numerical values recited. Instead,unless otherwise specified, each such dimension is intended to mean boththe recited value and a functionally equivalent range surrounding thatvalue. For example, a dimension disclosed as “40 mm” is intended to mean“about 40 mm.”

Every document cited herein, including any cross referenced or relatedpatent or application, is hereby incorporated herein by reference in itsentirety unless expressly excluded or otherwise limited. The citation ofany document is not an admission that it is prior art with respect toany invention disclosed or claimed herein or that it alone, or in anycombination with any other reference or references, teaches, suggests ordiscloses any such invention. Further, to the extent that any meaning ordefinition of a term in this document conflicts with any meaning ordefinition of the same term in a document incorporated by reference, themeaning or definition assigned to that term in this document shallgovern.

Except as otherwise noted, the articles “a”, “an”, and “the” mean “oneor more”.

As used herein, “include(s)”, “contain” or “comprising” means that othersteps and other ingredients which do not affect the end result can beadded. This term encompasses the terms “consisting of” and “consistingessentially of”. The compositions and methods/processes of the presentinvention can contain, include, comprise, consist of, and consistessentially of the elements and limitations of the invention describedherein, as well as any of the additional or optional ingredients,components, steps, or limitations described herein.

While particular embodiments of the present invention have beenillustrated and described, it would be obvious to those skilled in theart that various other changes and modifications can be made withoutdeparting from the spirit and scope of the invention. It is thereforeintended to cover in the appended claims all such changes andmodifications that are within the scope of this invention.

1. An article comprising: a) one or more tooth-whitening strip articleshaving a power configuration corresponding to a consumer desirable levelof treatment, the tooth-whitening strip articles being enclosed in apackage; b) a brand indicator disposed on the package; c) a line-upindicator disposed on the package, the line-up indicator including atleast one line-up indicia selected from visual indicia, narrativeindicia or combinations thereof; and d) optionally, a power specificindicator disposed on the package; wherein the line-up indicatorassociates the tooth-whitening strip article configuration with acorresponding whitening power, the association enabling a consumer toidentify the appropriate tooth-whitening strip article configuration fora user.
 2. The article of claim 1, wherein the brand indicator comprisesa term corresponding to a brand of tooth-whitening strip articleproducts.
 3. The article of claim 1, wherein the visual indiciacomprises a sequence of pictorial representations corresponding to awhitening power.
 4. The article of claim 1, wherein the narrativeindicia comprises first indicia and second indicia, the first indiciacorresponding to a first whitening power and the second indiciacorresponding to a second whitening power, the first and second indiciabeing visibly different.
 5. The article of claim 4, wherein the firstwhitening power comprises a gentle whitening power.
 6. The article ofclaim 4, wherein the second whitening power comprises a professionalpower.
 7. The article of claim 4, wherein the first indicia depicts afirst Arabic numeral corresponding to the first whitening power and thesecond indicia depicts a second Arabic numeral corresponding to thesecond whitening power.
 8. The article of claim 4, further comprisingthird indicia, the third indicia corresponding to a third whiteningpower, the third indicia being visibly different from the first andsecond indicia.
 9. The article of claim 8, wherein the third whiteningpower comprises an advanced power.
 10. The article of claim 8, whereinthe third indicia depicts a third Arabic numeral corresponding to thethird whitening power.
 11. The article of claim 8, further comprisingfourth indicia, the fourth indicia corresponding to a fourth whiteningpower, the fourth indicia being visibly different from the first, secondand third indicia.
 12. A package comprising: a) a front panel having atop and bottom portion; b) one or more tooth-whitening strip articleshaving a power configuration corresponding to a consumer desirable levelof treatment, the tooth-whitening strip articles being enclosed in apackage; c) a power communication system disposed on the top portion forassociating the tooth-whitening strip article configuration with acorresponding whitening power, the association enabling a consumer toidentify the appropriate tooth-whitening strip article configuration fora user; and d) an informational corridor disposed on the bottom portion,wherein the informational corridor includes at least two indicatorsselected from a number of treatments indicator, a number of stripsindicator, a treatment time indicator, a product benefit indicator, andcombinations thereof.
 13. The package of claim 12, wherein the powercommunication system comprises: a) a brand indicator; b) a line-upindicator, the line-up indicator including visual indicia and narrativeindicia; and c) a power specific indicator.
 14. The package of claim 12,wherein the at least one product benefit indicator comprisesinformation-bearing indicia selected from the group consisting ofstretchable, advanced seal, overnight, express whitening, advancedwhitening, gentle formulation, professional effects, and superior seal.15. The package of claim 12, wherein the visual indicia is located in aproximal relationship with the narrative indicia.
 16. An array oftooth-whitening strip article products, the array comprising: a) atooth-whitening strip article of a first configuration corresponding toa user's first whitening power, the tooth-whitening strip article of thefirst configuration being enclosed in a first package; b) atooth-whitening strip article of a second configuration corresponding toa user's second whitening power, the tooth-whitening strip article ofthe second configuration being enclosed in a second package; and c) apower communication system disposed on each of the first and secondpackages; the power communication system comprising a brand indicator; aline-up indicator wherein the line-up indicator comprises visual indiciaand narrative indicia; and a power specific indicator; wherein theline-up indicator and power specific indicator associate the first andthe second tooth-whitening strip article configurations with respectivefirst and second whitening powers, the association enabling a consumerto identify the appropriate tooth-whitening strip article configurationfor a user.
 17. A method of calculating a relative whitening power indexfor packaged oral care whitening strips, said method comprising thesteps of: a) selecting a tooth-whitening strip comprising a compositioncomprising peroxide; b) evaluating a percentage level of peroxide in thecomposition; c) evaluating a number of the strips that will be packagedtogether to create a tooth-whitening trip kit; d) selecting a consumerstrip wearing time period; e) multiplying the percentage level ofperoxide by the number of the strips and then multiplying the result bythe wearing time period to form a resulting whitening power level; f)assigning a power level index as follows; i) a first power levelnumerical range is assigned a first whitening power index; ii)optionally, subsequent power level numerical ranges are assignedadditional whitening power indices, wherein the additional whiteningpower indices have an incremental power level higher than the firstwhitening power index;
 18. A method of calculating a relative whiteningpower level for packaged oral care whitening strips, said methodcomprising the steps of: a) selecting at least one tooth-whitening stripkit comprising: i) an outer package; ii) at least one tooth- whiteningstrip contained within the package; iii) wherein the tooth-whiteningstrip comprises a composition comprising peroxide; b) evaluating apercentage level of peroxide in the composition; c) evaluating a numberof the strips that will be contained within the tooth-whitening stripkit; d) selecting a consumer strip wearing time period; e) multiplyingthe percentage level of peroxide by the number of the strips and thenmultiplying the result by the wearing time period to form a resultingwhitening power level; f) assigning a power level index as follows; i) awhitening power level range of from about 1 to about 15 is assigned afirst whitening power index; g) repeating steps a through f with one ormore additional tooth-whitening strip kits; h) displaying the powerlevel index associated with the tooth-whitening strip kit on the outerpackage.
 19. A method of assessing a whitening power index for packagedoral care whitening strips, said method comprising the steps of: a)selecting at least one tooth-whitening strip kit comprising: i) an outerpackage; ii) at least one tooth-whitening strip contained within thepackage; iii) wherein the tooth-whitening strip comprises a compositioncomprising peroxide; b) evaluating a percentage level of peroxide in thecomposition; c) evaluating a number of the strips that will be containedwithin the tooth-whitening strip kit; d) selecting a consumer stripwearing time period; e) multiplying the percentage level of peroxide bythe number of the strips and then multiplying the result by the wearingtime period to form a resulting whitening power level; f) assigning apower level index as follows; i) a whitening power level range of fromabout 1 to about 15 is assigned a first whitening power index; ii) awhitening power level range of from about 16 to about 30 is assigned asecond whitening power index; iii) a whitening power level range of fromabout 31 to about 45 is assigned a third whitening power index; g)displaying the power level index associated with the tooth-whiteningstrip kit on the outer package.
 20. A tooth-whitening strip kitcomprising: a) a package; b) one or more tooth-whitening strip articlesenclosed in the package comprising a composition; c) a brand indicatordisposed on the package; d) a whitening power index disposed on thepackage; wherein the whitening power index is calculated as follows: i)evaluating a percentage level of peroxide in the composition; ii)evaluating a number of the strips that will be contained within the kit;iii) selecting a consumer strip wearing time period; iv) multiplying thepercentage level of peroxide by the number of the strips and thenmultiplying the result by the wearing time period to form a resultingwhitening power level; v) assigning a whitening power index as follows;a. a whitening power level range of from about 1 to about 15 is assigneda first whitening power index; b. a whitening power level range of fromabout 16 to about 30 is assigned a second whitening power index; c. awhitening power level range of from about 31 to about 45 is assigned athird whitening power index.